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Plastc Five-Year Marketing Plan


Plastc will be the leading provider for the all-in-one swipe card with a rapidly developing
consumer brand and growing customer base. The innovative product being released will touch
an untapped market. Although this is a new product to the market, we take great pride in our
company and we are directing that pride to our consumers. We are a passionate team with
extensive design, engineering, and financial experience using state-of-the-art materials and
practices to create truly revolutionary products.
Plastc Card is the most intelligently designed, full-featured, and secure payment device on the
market. In conjunction with the Plastc Wallet app, the Plastc Card can store credit, debit, gift,
loyalty, membership, and even key cards on a single device. Each Plastc Card is equipped with a
secure PIN lock, proximity alerts, and a unique Return Me mode, making it more secure than
both traditional credit cards and other payment technologies.
The threat of being a new establishment is reaching out to our audiences. Plastc has been
focusing marketing efforts on increasing awareness local and nationwide. Nationwide polls have
assisted Plastc in promoting while illustrating a strong interest among businesses and consumers
Our approach is 100% consumer-focused. Plastc is motivated on designing ground-breaking
products that improves lives of everyday people. We believe that even a minor change in
thinking can reap big rewards. We trust that Plastc is a substantial improvement on how you
interact with, and use, cards that have a magnetic strip.
The methodology we use as a growing business is reaching out to as many consumers as
possible. Outlined in this marketing communications plan is our strategy on how we plan to
influence potential buyers to take notice of our product and have the desire to be a consumer.

Plastc Five-Year Marketing Plan

Plastc Inc., established in 2014 by cofounders Mark Stubb and Ryan Marquis to develop and
market Plastc, a new product that is designed to rid of traditional payment cards. Prior to Plastc,
Mark and Ryan co-founded PixelMags which became the foundation of the publishing industry
for distributing of digital content and generated over $30M in digital magazine sales annually.
Although there are a handful of new companies releasing all-in-one card (AIO), Plastc will be the
first company in the market to release an AIO card imbedded with Chip and Pin (EMV-complaint)
technology. This distinction will attract attention in all markets because of the much discussed
Payment Networks Liability Shift associated with EuroPay, MasterCard, and Visa (EMV) is due to
take effect in October 2015. Becoming the leader in AIO cards, the Companys mission is to
extend the brand globally.
The methodology we use as a growing business is reaching out to as many consumers as
possible. Outlined in this five-year marketing plan is our strategy on how we plan to influence
potential buyers to take notice of our product and have the desire to be a consumer by the year


Plastc Five-Year Marketing Plan

Plastcs mission is to be the leading manufacturer and marketer for consumers who have a want
or need for a simple wallet. Plastc wants to promote people to lift a burden from their daily lives.
In addition, Plastc strives to do extensive research on how to make their product more
convenient with additional security.
During the next five years, Plastc seeks to achieve the following financial and nonfinancial goals:

Financial Goals
1. Obtaining financing to increase advertising, distribution, and expand manufacturing
2. Increase revenues by at least 40 percent each year.
3. Decrease production costs by 60 percent by the fifth year.

Nonfinancial Goals
1. Enter new geographic markets, including Canada and Europe.
2. Cultivate a successful Internet site and customer service center.
3. Become the leading provider of all-in-one cards.
4. Develop strong relationships with payment networks (MasterCard, Visa, Discover, and
American Express).
5. Introduce a more secured server and encryption system.

Core Competency and Sustainable Competitive Advantage

Plastc offers a branded technology, marketed to both business customers and individuals for its
EMV technology value proposition, which establishes Plastc as the category leader for the all-inone cards. This technology provides a point of differentiation from competitors.
Plastc seeks to use its core competencies to achieve a sustainable competitive advantage, in
which competitors cannot provide the same value to consumers that Plastc does. Plastc seeks to
achieve a unique ability to (1) provide a high-quality, branded product whose image is
recognizable among consumers; (2) creating a sense of community among consumers who
purchase the products; and (3) developing a reputation among consumers as a reliable
manufacturer, delivering the requested number of products on schedule. The company intends
to build on these competencies through marketing efforts that increase the number of products
offered as well as distribution outlets. To translate these core competencies into sustainable
competitive edge, the Company will form strong relationships with consumers, retailers, and
suppliers of goods and services. Plastc believes it can create a sustainable competitive advantage
over its rivals.

Plastc Five-Year Marketing Plan

The SWOT (strengths, weaknesses, opportunities, threat) analysis presents a thumbnail sketch of
the Companys position in the marketplace. Its dedicated founders and sound financial
management place the company in a good position to grow.
The marketing environment for Plastc represents overwhelming opportunities. It also contains
some challenges that the Company believes it can meet successfully. Figure 1 illustrates a SWOT
analysis that features internal and external factors that affects market opportunities for Plastc
while also highlighting efforts taken by the company since its product first released.
Figure 1. SWOT Analysis for Plastc
Internal Factors



Exceeded profit goals since

launch date


Seasoned entrepreneurs with

previous startup experience
Strong relationship with
exclusive supplier to certify high
Distributed locally with
exceptional feedback
EMV Technology, superior
quality, new innovative product
High company morale, no
Easily adjustable to new changes
and striving to improve the
Unique name and smart
New product that is available to
most market segments
Affordable to every consumer



External Factors

Payment Networks Liability Shit

eliminates most competitors
New open source software can
compensate for startup costs


May require additional

resources for growth
Limited ideas
Possibility of lowering
production costs with other
Untapped market, no national
Lower quality competitors may
entice different market segment
Larger workforce can lower
employee morale
Lack of researchers limits
Competitors can market to
specific market
Inadequate resources may limit
access to other markets
Some consumers do not have
Competitors can slowly
implement EMV technology
It is possible that competitors
have advanced software

Plastc Five-Year Marketing Plan

In the Companys favor internally are its strengths of exceptional feedback from the local market,
seasoned entrepreneurs with previous startup experience, and extremely high employee morale.
Favorable external factors include the unique name and smart advertising, the product is priced
to be affordable for any consumer, and the imposed government regulation that could eliminate
most, if not all, competitors.
Some unfavorable factors include having a small management team can limit ideas, this new
product will be released to an untapped market which lacks national awareness, and having
limited resources can prevent the Company from growing. Although the market is new, the
Company have threats which includes competitors slowly integrating Chip and Pin (EMV)
technology onto their products, competitors can also focus more on a specific market
segmentation, and it can be possible that competitors have more advanced software.

Industry Analysis: Trends in Payment Cards

Debit Cards. According to Overview of Recent Developments in The Credit Card Industry,
the first charge card was established in 1946. Merchants found that accepting charge cards
promoted customers to spend more freely which proved to be successful for businesses. With
the convenience it provided, more customers opted to use charge and debit cards. By 2012,
there was 256 million debit cards in force in the US alone, which averaged 1.1 debit cards per
consumer over age of 18 or over. With the use of debit cards, consumers did not have to worry
about carrying change after making a cash purchase or having too much cash in their wallet. This
minimalist mentality promoted the use of having separate bank accounts which inevitably
yielded more debit cards for customers.
Credit Cards. The average consumer in 2012 had an average of 1.96 credit cards totaling
up to 334 million in the US alone. Just as debit cards, credit cards became even more convenient
to use as it is considered as borrowed or loaned money. Consumers who do not have
enough funds or cash are able to use a credit card, only to pay it back at a later time. This
concept has its advantages and disadvantages as well. A customer who is disciplined with his/her
money can manage and pay off their credit cards on time, however, the undisciplined ones will
find themselves racking up debt by only paying the minimal amount which is partly to principal
and the rest to interest.

Plastc Five-Year Marketing Plan

Competitor Analysis: The All-In-One Card Market

The all-in-one card market represents, conservatively, over $1 trillion potential revenue within
the US alone. Based on 2012 statistics, 53 percent of the population (169M) own at least two or
more credit cards, in which, they would most likely have a bank account and an additional debit
card. If we remove 50 percent of the 53 percent of the total population for discrepancy (not
interested or purchased competitors) then the sales would be over $8 trillion in revenue. The allin-one card created a brand new market where the profit should be more than the expected

Company Analysis
The cofounders, Mark and Ryan, are both experienced entrepreneurs and have a proven track
record of founding and growing businesses and are known as leaders in the design industry. Both
played a significant role in the development of PixelMags, and Mark also founded Plugin, a
design software, which was sold to Optic Group 2010 and continues to play a prominent role in
shaping luxury vehicles. The cofounders are being advised by other seasoned professionals
within the company which includes the CFO, Ryan Keating, and Board Member, Greg Ennis.
All being entrepreneurs, the Company has an exclusive supplier to manufacture the highest
quality products while research and development is in-house.

Plastc Five-Year Marketing Plan

This segment elaborates the five-year marketing and product objectives for Plastc and the target
markets, points of difference, and positioning.

Marketing and Product Objectives

Plastcs marketing objective is to increase target audience by at least 50 percent, to expand
geographically into other regions within the US, and to gain more recognition among merchant
card services.

Current markets. The Company plans to expand statewide by the use of promotions and
advertisements. Also expected to spread product awareness to nearby states.
New markets. Plastc expects to have nationwide exposure by the end of Year 2 which will
market to at least 50 percent of the population in the US. It will also market to the
countries, Europe and Canada, by end of Year 4.
New products. Plastc will launch two new products by end of Year 5, ensuring the
products are compatible in Europe and Canada.

Target Markets
The target market segment strategy will not be significantly different to address the two
groups. Both groups, regardless of income, typically between ages 20-49. Therefore, to reach
the different groups does not require a distinctly different strategy. What differentiation it will
require is different media coverage that will satisfy the groups. This is the single-largest growing
segment in technology nationwide. This is the highest percentage of our consumers. Reaching
out to this group will guarantee most sales and increase in profits. They are also the next
generation of older users, and Plastc aims to reach them now. Segmenting the audience will help
Plastc focus resources toward those people who most need information, or who can best help us
meet their goals. The Company will build support among audiences by paying attention to
consumer needs. As a marketing team, we need to remember that our marketing plan can and
will touch many more people than those in the listed target audiences.

Points of Difference
The thing that makes Plastc exclusive compared to their competitors are listed below:
Customer service. One of the companys main focus is customer retention. Cofounders
are respected entrepreneurs and know that the best type of advertising is word of
mouth. Customers should always be appreciated and treated respectfully.
Chip and Pin (EMV) Technology. No known competitors offers Chip and Pin in their all-inone cards. Plastc does not aim to make a quick buck, but rather be the leader in an
untapped market.

Plastc Five-Year Marketing Plan

Customer feedback. As a new company, Plastc take as much customer feedback as

possible. This will assist in fixing issues when they are first found.

Payment cards has always been a burden, a person either has too many cards in their wallet or
purse, or forgets to bring the right one. For consumers who wants/needs a convenience, the
Plastc is a card that provides that opportunity.

Plastc Five-Year Marketing Plan

The marketing mix of Plastc consists of the various elements in the marketing mix which form
the core of a companys marketing system and hence helps to achieve marketing objectives. The
four marketing mix elements of the Plastc marketing program are detailed below.

Product Strategy

Product Line. Plastc Card retails for $100.00 each card and entails full customer support
with a one year warranty.
Product Features. Plastc Card is the most intelligently designed, full-featured, and secure
payment device on the market. In conjunction with the Plastc Wallet app, the Plastc Card
can store credit, debit, gift, loyalty, membership, and even key cards on a single device.
Each Plastc Card is equipped with a secure PIN lock, proximity alerts, and a unique
Return Me mode, making it more secure than both traditional credit cards and other
payment technologies.

Price Strategy

The Company priced Plastc at $100.00 to create the median of other similar products.
When produce features are compared to the contenders, Plastc is the most beneficial
even over higher priced competitor. In addition to a basic pricing schedule, Plastc will
offer discount pricing to satisfy customer needs. The pricing model is expected to remain
constant, but customer feedback will be analyzed to ensure alignment with their

Promotion Strategy
Advertising tactics that will assist in product awareness includes public profiling, blogger
community testimonials, referral program, and internal groups.
Public Profiling: When the product is ready, with proper precautions for protecting
competitive advantages, Plastc can increase its Web presence. Strategies include
contributing articles to magazine publishers, and public profiling of the founders on Web
sites like LinkedIn, Facebook, Twitter, Instagram, and blogging.
Blogger Community Testimonials. Influential users of blogs will be invited to try the
system and be granted exclusive access to the inner workings of the all-in-one card. A
subsequent linking blitz will put opinion pieces in front of businesses, consumers, and the
investment community.
Referral Program. Customers who own a Plastc Card will receive a unique identification
code, the customer will receive a reimbursement of $5 each time a new purchaser enters
the code during checkout.

Plastc Five-Year Marketing Plan

Internal Groups. Plastcs network of professionals are resources for local programs.
Communications can help to promote through area-wide or statewide marketing

Place Strategy

Although Plastc is a growing business, it is still too small to single-handedly manufacture

every customer order. Plastc receives the physical card and mini motherboard chip from
two different suppliers. When an invoice is received, the Company will program the
motherboard and send it to a main distributor to assemble and ship. When profit
increases, Plastc will do everything in house.


Plastc Five-Year Marketing Plan

Past Sales Revenue

Plastc was cofounded in 2014 and has been in the developmental stages until early 2015. Past
sales revenue is inapplicable.

Five-Year Projections
The five-year projections are based on a two-month revenue scale as the product was released
in January 2015. Please view the five-year projections below.

Total Revenue
Gross Profit
Net Income

Five-Year Projection - Income Statement

Year 1
Year 2
Year 3
Year 4

Year 5

Plastc Five-Year Marketing Plan

Featured below in Figure 2 is the current organization of Plastc. Below this level are full-time,
part-time, and interns of the Company.

Figure 2. The Plastc Organization

President &

Board of

Chief Marketing

Chief Financial

Director of

Since Plastc is still starting up, it operates purely with a full-time staff that follow the hierarchy
chain of command. As the business grow, the Company will seek for part-time employees and

Plastc Five-Year Marketing Plan

The launch of Plastc will use a phased approach, beginning with building brand awareness. Brand
awareness should be developed through the cofounders visible presence at professional events,
online searches, networking, strategic alliances, and membership in professional associations.
This visibility will help gain investment capital displayed in Figure 3.

Figure 3. Implementation Plan

Projected Brand Awareness in the US

Product Unawareness

Year 1

Year 2

Year 3

Year 4

Year 5






Gain in Marketing





Product Awareness






320M Population Based on Census.gov

Product Awareness

Gain in Marketing

Product Unawareness

Objectives for Growth

During the first six months of availability, the primary objective is to expand both the user
and customer base to maintain a 100:1 user to customer ratio.
Plastc Challenge. Pursue groups that were effective during Beta trial and represent a
cohesive set of profiles. Expand and refine the Challenge to reflect lessons learned.
Increase member networking activity. Increase user numbers through networking
initiated by existing members. Improve user experience to promote networking.
Generate traffic.
Public relations campaign (PR). Increase awareness of Plastc brand through concentrated
PR efforts directed at the target market of customers and users.

Plastc Five-Year Marketing Plan

To analyze the effectiveness of Star Softwares marketing plan, it is necessary to compare its
actual performance with plan objectives. Plastc will evaluate user profiles to identify sets of
profiles that are valuable to new customers, which will aid in the selection of subsequent target
market customers.